types of restaurantsapimontanari.altervista.org/files/kind restaurant.pdf · 6 franchised...
TRANSCRIPT
Chapter 2: Kinds & Characteristics of
Restaurants & Their Owners
• Chain or Independent
• Franchised
• Quick-Service
• Fast Casual
• Family
• Casual
• Fine-Dining
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Kinds & Characteristics of
Restaurants & Their Owners
• Steak House
• Seafood
• Ethnic
• Theme
• Chef-Owned
• Women Chefs & Restaurant Owners
• Centralized Home Delivery
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Chain or Independent
• Chain restaurants have some advantages & some disadvantages over independent restaurants.
• The advantages include: recognition in the marketplace, greater advertising clout, sophisticated systems development & discounted purchasing.
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Chain or Independent
• Independent restaurants are relatively easy to open.
• The advantage for the independent restaurateur is that they can “do their own thing” in terms of concept development, menus, décor & so on.
• Some independent restaurants will grow into small chains & larger companies will buy them out.
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Franchised Restaurants • Franchising involves the
least risk: – Restaurant format,
including building design, menu & marketing plans, have already been tested in the marketplace.
– Less likely to go “belly up” than independent restaurants.
– Training is provided. – Marketing & management
supports are available.
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Franchised Restaurants • To open a franchise there is a
franchising fee, a royalty fee, advertising royalty & requirements of substantial personal net worth.
• Franchisors help: – Site selection – Review of any proposed sites – Assist with design & building
preparation – Help with preparation for opening – Train managers & staff – Plan & implement pre-opening
marketing strategies – Conduct unit visits & provide on-going
operating advice
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Quick-Service • The Plate House, opened
in the 1870’s, was the 1st known quick-service restaurant.
• They served a quick lunch in about 10 minutes.
• Quick food production time is key.
• Many quick-service restaurants precook or partially cook food so that it can be finished off quickly.
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Quick-Service • The segment includes all
restaurants where the food is paid for before service.
• Limited menus featuring burgers, chicken in many forms, tacos, burritos, hot dogs, fries, gyros, teriyaki bowels & so on.
• Goal is to serve maximum number of customers in minimum amount of time.
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Fast Casual
• Defining traits are: – The use of high quality
ingredients – Fresh made to order menu
items – Healthy options – Limited or self-serving formats – Upscale décor – Carry-out meals
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Bakery-Café • Mainly quick-service
establishments. • Different than a bakery in that
they serve soups, salads & sandwiches.
• Many bake off goods that are prepared elsewhere or do final proofing after receiving goods.
• Many use central commissary systems.
• Variety of setting, products & ambiance.
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Family • Grew out of coffee shop
style restaurant. • Are frequently located in
or within easy reach of the suburbs.
• Are informal with a simple menu & service designed to appeal to families.
• Some offer wine & beer but most offer no alcoholic beverages.
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Casual
• Fits the societal trend of a more relaxed lifestyle.
• Defining factors include: – Signature food items – Creative bar menus or enhanced wine service – A comfortable, homey décor
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Fine Dining • Cuisine & service is expensive
& leisurely. • Very low table turnover (can be
<1). • Customers dine on special
occasions & business relations.
• Usually proprietor- or partner-owned.
• Restaurants are small, usually less than 100 seats.
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Economics of Fine Dining
• Expensive, average check runs $60 or more • High rent • Large PR budgets • High labor costs due to the necessity of highly
experienced employees • Much of the profits come from wine • Tables, linen, dishes, décor very costly
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Fine Dining Menus • Expensive, imported items:
– Foie Gras – Caviar – Truffles
• Presentation very important. • Focus on visual, auditory &
psychological experience. • Extensive, expensive wine
list.
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Steak Houses • Limited menu caters to
a well-identified market.
• Service ranges from walk-up to high end.
• High food costs (as high as 50%) & low labor costs (as low as 12%).
• Majority of customers are men.
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Steak Houses High-end operations: • May have sales of $5
million or more per year • Serve well-aged beef • High percentage of wine &
hard liquor sales Low-end operations: • Sales of $500,000 or less
per year • Beer & moderately priced
wine
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Types of Steak • Steaks vary from a few ounces to 24 ounces! • Tenderloin is most tender & runs along backbone. • T-bone is cut from the small end of loin. • Porterhouse contains T-bone & piece of tenderloin. • New York Strip is a compact, dense, boneless cut of meat. • Delmonico steak (or club steak) is a small, often boned steak,
taken from the front section of the short loin. • Sirloin steaks come from just in front of the round, between the
rump & the shank. • Wet aged: Meat that’s wrapped in cryovac, sealed & refrigerated
for several days. • Dry aged: Takes place under a controlled temperature,
humidity & air flow process that causes weight loss of 15% or more.
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Seafood • In Colonial America, seafood was a staple
food in the taverns. • Many seafood restaurants are owned &
operated by independent restaurant owners. • Red Lobster, with 677 restaurants, is the
largest chain, with $2.5 billion in annual sales & average sales per restaurant of almost $3 million.
• Farm-bred fish is changing the cost & kind of fish that are readily available.
• French-farmed salmon, grown in pens, outnumber wild salmon from the ocean by 50 to 1.
• Seafood prices continue to rise but are in competition with shrimp grown in Mexico, India & Bangladesh.
• Aquaculture is predicted to grow & may bring the price of seafood down dramatically.
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Ethnic • Mexican:
– Menu is often built around tortillas, ground beef, cilantro, chiles, rice & beans.
– Relatively inexpensive because of the small percentage of meat used, which results in a food cost of less than 28% of sales.
– Labor costs are also low because many of the employees are first-generation Americans or recent immigrants willing to work at minimum wage.
– Menus, décor & music in Mexican restaurants are often colorful & exciting.
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Ethnic • Italian Restaurants
– Italian restaurants, including pizza chains, boast the largest number of ethnic restaurants in the United States.
– Offer an array of opportunities for would-be franchisees & entrepreneurs.
– Owe their origins largely to poor immigrants from southern Italy, entrepreneurs who started small grocery stores, bars & restaurants in Italian neighborhoods.
– Pizza is native to Naples & it was there that many American soldiers, during World War II, learned to enjoy it.
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Ethnic • Chinese Restaurants:
– Represent a small percentage of all restaurants in America.
– Historically, they are owned by hardworking ethnic Chinese families.
– The cooking revolves around the wok, a large metal pan with a rounded bottom.
– China is divided into culinary districts: Szechuan, Hunan, Cantonese & Northern style centered in Beijing.
– Cantonese food is best known in the United States & Canada for its dim sum (small bites), steamed or fried dumplings stuffed with meat or seafood.
– Szechuan food is distinguished by the use of hot peppers.
– Chinese cooking styles reflect the places in China from which the chefs came.
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Theme • Built around an idea emphasizing
fun & fantasy. • Glamorize sports, travel, eras in
time. • Celebrities are central to many
theme restaurants (some are owners).
• Short life cycle compared to other types of popular restaurants.
• Do well outside major tourist attractions.
• Locals tire of the hype when food is often poor.
• Most of the profits come from merchandise not food sales.
• The cost of most of the large theme restaurants is high, both in capital costs & in operations.
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Theme Categories
• Hollywood & the movies. • Sports & sporting events. • Time-the good old days. • Travel-trains, planes &
steamships. • Ecology & the world
around us.
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• Part of American tradition of family restaurants.
• Publicity is key in gaining attention.
• One of the best-known husband-and-wife culinary team is Wolfgang Puck & Barbara Lazaroff. – Spago
Chef-Owners
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Advantages: • Having an experienced, highly motivated person in
charge. • Name often already known & synonymous with great
food. • Can be very profitable. Disadvantages: • Chefs often less knowledgeable about “the numbers”. • Can often make more money working as a chef in a
name restaurant. • Location & other factors are just as important for
success as food preparation & presentation.
Chef-Owners
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Women Chefs & Restaurant Owners
• The “typical” restaurant manager of the future may be a woman.
• Those with stamina & ambition may be better suited for management than are men with similar backgrounds.
• It is agreed that women are more concerned with details, sanitation & appearance.
• Women are more likely to be sensitive & empathetic with customers.
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Centralized Home Delivery Restaurants
• Centralization reduces the costs of order taking, food preparation, & accounting.
• Marketing costs may not decrease. • Home delivery centers verify & process credit
card information & use computers to perform the accounting.
• Order taking & accounting can be done at any location connected to the Internet, locally or internationally.
• The system does not even require that operators know what the customer has ordered; they simply transmit the order to a delivery person.
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The End
Copyright © 2008 John Wiley & Sons, Inc.